RSSB2632 - T1134 Understanding drivers that impact travel choice

This aim of the project is to develop a broader range of insights into the travel behaviour that will affect rail demand in both the short term (up to 3 years) and medium to long term (up to 20 years).

This project is expected to: - Identify key drivers that impact consumer behaviours on travel generally and rail specifically including those non-PDFH drivers/impacts which we might expect to see playing an increasing role on travel behaviour and demand in the future - Propose an approach to rail market segmentation to enable decision makers to understand impacts from a passengers' perspective - Indicate possible monitoring mechanisms for leading indicators of rail demand beyond GDP and population: better understanding of whether current trends are a 'turning point' - Recommend options for the targeting of communications and promotions to existing and potential new customers to support demand and passenger services. This study is not expected to develop an alternative predictive model to PDFH but would be expected to take a fresh approach using data to inform an assessment of how trends impact on travel demand. Emphasise on outputs should be placed on understanding consumer behaviour and not in developing new economic models, although other modelling techniques may be relevant. For market segmentation, a forward-looking approach is favoured, looking not just at those users that currently use rail but also potential users of rail, mapping the different customer's needs, and what choices are driving their behaviours, understanding the impact of the trends on customer's needs to enable industry to develop and improve services to match the customer demand, and establish how to monitor the impact of these services on revenue. Suppliers may propose their own phasing of the project. This should allow for presentations to up to three key client groups at an early stage of the project with a focus on the current trends that are impacting on rail demand. The final report and presentation will cover both the short term and medium to longer term impacts.

Suppliers are expected to explain the methodology that they are intending to use to successfully meet the project objectives, cover the scope of the work and focus on delivering the outputs of the project as outlined in section 5. Additionally, with regards to data and techniques, no single method is preferred but RSSB is keen to see methods employed from other industries who may have expertise in the fields of marketing/insight/trend forecasting who may not normally be considered in the context of rail. Where appropriate, primary research should be considered, including the use of market research techniques. To achieve the desired objectives, collaboration amongst suppliers to submit joint proposals is strongly encouraged, with the of the priority of the project remaining a good and clear methodology which can yield convincing and evidence based results.